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To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.
Core Mission, Vision, and Values
To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.
Journal of the Association of Consumer Research
The Journal of the Association for Consumer Research is a quarterly journal of thematic explorations from the Association for Consumer Research. The mission of JACR is to broaden the intellectual scope and interdisciplinary influence of the Association for Consumer Research.
Read LatestOur Research
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Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers
Ananya Rajagopal, Tecnológico de Monterrey, MEXICO
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Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption
Praveen Kumar Kopalle, Dartmouth College, USA
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R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas
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Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation
Laura R Oswald, Marketing Semiotics
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Pursue Your Passions: Cultural Discourses about Consumer’s Heroic Wilderness Adventures
Nathan Warren, University of Oregon, USA
Linda L Price, University of Oregon, USA
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O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks
Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA